aarp.orgCaregiver Assistance (AARP and Ad Council)
Also: Family Caregiving · You Are Not Alone
AARP and Ad Council campaign launched in August 2012 to support the more than 42 million unpaid family caregivers in the US, portraying caregivers' isolation and frustration and directing them to resources at aarp.org/caregiving. Later waves targeted African-American and male caregivers.
- Years
- 2012–now
- Country
- United States
- Budget
- Donated media reported as "over $33 million" (2013), "over $185.3 million" (2016) and "over $193.3 million" (2017) in AARP/Ad Council releases.
- Topic
- CaregivingMental health
- Asks people to
- Seek help
- Strategy
- Service linkTestimonial
- Channel
- OutdoorPrintRadioSocial (paid)TV
- Audience
- AdultsOlder adultsUnpaid family caregivers, especially Boomers caring for parents; later African-American and male caregivers.
Evidence
Self-reportedUnknown
Only donated-media and reach figures found.
Sponsor (who paid)
- Ad Council Ad Council (pro bono), campaign producer
- AARP NGO, partner/sponsor
Credits (who made it)
Executions (individual ads)
Sources
Research notes
Credits checked 2026-10-22 against fetched pages: BSSP (AARP/Ad Council release of 16 August 2012 via Home Care magazine), Spike DDB (AARP release of 18 November 2016, read through the Wayback Machine because press.aarp.org now redirects), DDB New York (AARP release, 11 April 2017), ALMA (AARP release, 1 November 2018, Latino caregivers). Corrected 2026-10-22: added ALMA (2018). Topic: caregiving has no taxonomy value; tagged mental-health (caregiver stress/support) as closest. Current status after 2018 not confirmed. Links (#82) checked 2026-10-23: Ad Council pages from the Wayback Machine (adcouncil.org's old campaign pages), the Our History timeline or its case studies; dead campaign sites point to a Wayback copy from the campaign years.
Record cases/ad-council-caregiver-assistance.json, updated 2026-10-23· Link to this campaign